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Corona x Pedro Pascal

Expanding the Fine Life to the Latin Community through partnership.

OVERVIEW 

We reestablished Corona's Latin roots by partnering with prominent Latino actor Pedro Pascal.

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Expanding beyond our 360 campaign centered around our hero spot, we doubled down on engaging with his fans on social through community centered content.

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This addition amplified Corona's connections to Pedro Pascal while authentically speaking to the wants of his fans and our audience. ​

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THE SOCIAL ACTIVATION IN 3 PARTS

Announce official partnership with Pedro Pascal on social.

Establish connection with Pedro Pascal fans to foster continued engagement.

Celebrate fan engagement through social posting, turning fans into followers for Corona.

REACTION

  • Fans immediately began to associate Corona with Pedro Pascal, creating a deeper connection to a subset of his followers who previously didn't consider Corona in their beer purchases.

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  • This connection with Pedro Pascal lasted longer than and extended beyond the commercial assets, fans could not get enough of Pedro Pascal holding a Corona. UGC and reposts of the partnership continued far beyond the campaign flight.

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RESULTS

3.6M+

total earned impressions

428.7K

total earned social impressions

11.8%

engagement 

rate

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